Why is the overall performance of the sales team unstable? Why do you expect the deal to be "off the hook"? Why are new people growing slow? The root causes of the problem are often: unobserved, unmanageable and undetectable。
The core tool to solve all this isSales funnelThe model." it shifts sales from “art” to replicable “science”。
What's a sales funnel? A dynamic."Client conversionMap”
It graphically shows the six key stages of client engagement, from potential to conclusion, and, like funnels, the smaller the number down, but the higher the quality (probability of transaction):
1. Targeting (potential customers): wide-spread networks to identify those who may need them。
2. Discovering business opportunities: initial communication to determine whether the other side has real needs and a budget。
3. Confirmation of intent: in-depth exchanges, clients have clearly expressed interest and willingness to move forward。
4. Programme quotations: to provide targeted programmes and offers, to enter into negotiations。
5. Obtaining recognition: resolving misgivings, building trust, and psychologically recognizing you。
Deal: completion of contract payment。
How can funnels be used to solve management problems
• forecasting performance: by measuring the number of clients and the expected turnover rate at each stage of the funnel, it is possible to predict future revenues relatively scientifically, rather than relying on a “headshot”。
• discovery of the problem: if a large number of clients cannot go down at the “programme offer” stage, this may indicate that there is a problem with programme capacity or quotation strategy; if the “transaction” rate is extremely low, there may be a lack of threshold skills. The funnel helps you locate the bottlenecks。
:: guiding action: what do salesmen do every day? Rather than being busy, clients at a particular stage are pushed down one step according to the state of the funnel. Managers can provide targeted counselling。
Core principle: the health of the funnel is “broadening”. At the top, there is a continuing new potential inflow of customers (market activity) and at the bottom, a high conversion rate (marketability). Periodically revisit the funnel data, yesSales managementThe obligatory course for the people。
